Budget and Bidding Battlecards
Respond to budget and bidding objections with clear decision principles.
If ROAS is above target, why not double the budget? Your line We can increase where marginal ROAS and fulfillment capacity hold; doubling everything may push spend into weaker auctions. Average ROAS is mistaken for marginal ROAS. It accepts the growth goal while adding the constraint check. Target CPA too low vs budget too low The fix differs: loosen target or raise budget. What is a bid-strategy guardrail? A threshold that triggers review or rollback. Examples: spend variance, qualified-lead rate, ROAS floor, or rejection mix. The algorithm is learning, so we cannot touch anything. We should avoid noisy edits, but…
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